Resistance Training: (Re)shaping Extreme Forms of Workplace Health Promotion

As the number of workplace health initiatives grows, so does the variety of programming. This study examines a fitness apparel company’s attempts to promote a fitness culture through a particular brand of “extreme” fitness known as CrossFit. CrossFit is an intense fitness regimen that has generated controversy with a cult-like reputation. We looked at the evangelical promotion of CrossFit as a new corporate wellness initiative. Based on interviews and participant observations, we used a critical-interpretive lens to understand employee reactions to the extreme wellness initiative. The evangelical introduction of this program by management led to high rates of participation, influencing employee perceptions of health, fitness, and identity. Yet, we also found that employee resistance emerged, which helped to mark the limits of this managerial intervention in workplace fitness. Ultimately, the study advocates for more co-construction of workplace wellness initiatives.